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Google Wins Geico LawSuit
By Andy Beal
Expert Author
Article Date: 2004-12-15
According to wire services, U.S. District Judge Leonie Brinkema rejected a claim by auto insurance giant Geico, which argued that Google should not be allowed to sell ads to rival insurance companies that appear whenever Geico's name is typed into the Google search box.
However...
"But Brinkema said the case would continue to move forward on one remaining issue, whether ads that pop up and actually use Geico in their text violate trademark law. Google contends that its policies expressly forbid advertisers from using trademark names in the text of their ads. The search engine says it does its best to prevent ads that violate the policy from sneaking in, and that the advertisers would be liable for any trademark violation, not Google."
Could Google be forced to change its "instant on" policy for AdWords? Right now, ads go live almost instantly and are reviewed by editors later. Could they be forced to check for trademark infringements before publishing ads?
About the Author:
Andy Beal is President & CEO of Fortune Interactive a full-service interactive marketing agency specializing in search marketing and blog marketing. Considered one of the world's most respected interactive and search engine marketing experts, Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian. You can read his internet marketing blog at Marketing Pilgrim and reach him at andy.beal@gmail.com.
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